Daily News
From Home Furnishing Business
Idle Group Expands into Brick and Mortar U.S. Market
April 28,
2021 by Laurie Northington in Business Strategy, Industry 
Direct-to-Consumer bedding company Idle Group has announced the expansion of its business into the brick-and-mortar space.
Available now, consumers can purchase mattresses in select retailers across the country from three brands within the Idle Group family: Idle Sleep, Haven and The Country Living Welcome Home Collection. Retailers include: ATL Mattress Outlet, Boise Mattress, Sandman PureSleep Mattress, Rock and Roll City Mattress, Wausau Outlet, GA Mattress Brokers, Midnite Mattress & More, Fargo Mattress and Luther Sales.
The expansion into brick-and-mortar is the latest in a series of growth opportunities for the start-up company, which launched in 2019. Led by e-commerce and mattress veteran, Craig Schmeizer, Idle Group CEO and founder, who also co-founded Nectar and the Resident Home family of brands, Idle Group continues to the push the boundaries by venturing into new avenues. Most recently in 2020, the company established a multi-year licensing partnership with renowned publisher, Hearst Magazines. As consumer demand for quality mattresses and bedding continues to rise, Schmeizer plans to open Idle Group Asia and Idle Group EU in the coming months.
“All of our Idle Group brands offer the longest at-home trial period in the industry. To cater to those who prefer to test in-store, we’re bringing several Idle Group mattresses into the hands of consumers across the country with this retail expansion,” Schmeizer noted. “As a direct-to-consumer first company, the addition of an in-person experience will allow the Idle brands to reach a new audience and strengthen market share within the bedding category.”
Idle Sleep, Haven and The Country Living Welcome Home Collection will be available in brick-and-mortar stores in select states including: Idaho, Michigan, Ohio, Wisconsin, North Dakota, Georgia and Nevada, with plans to be in 500 stores by the end of the year. In-store product offerings include a variety of mattresses such as the Idle two-sided Hybrid, Idle Gel Foam, Idle Gel Plush, Haven Premier, and the entire Country Living Welcome Home Collection.